Shoppers want food with story

Matthew Cawood
Updated February 3 2016 - 4:27am, first published 4:00am
The new consumer "value plate", according to Deloitte: "evolving values" (on right) are now carrying as much sway in food purchasing decisions as "traditional values", on left. Transparency is a quality that consumers seek in all values.
The new consumer "value plate", according to Deloitte: "evolving values" (on right) are now carrying as much sway in food purchasing decisions as "traditional values", on left. Transparency is a quality that consumers seek in all values.

People are shifting their views on what’s important when they buy food, and it’s not just Millennials, inner-city elites or yummy mummies.

Matthew Cawood

National writer for Fairfax Agricultural Media.

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